Over the weekend, Amsterdamsche Football Club Ajax and adidas launched the new shirt for the upcoming 2015/16 season. The most unique feature on the shirt is on its sleeves, three X's, symbolising where the team is from and who they are playing for - the city and people of Amsterdam. 

The Amsterdam captain’s band and the Amsterdam colours are reflected in both the home and away shirt. The shirt launch was the perfect opportunity for Ajax and adidas to demonstrate how they feel about the city and give back to those that support the team. 

United State of Fans\TBWA gave five local stores the exclusive right to reveal and give away the shirt a few days before it went on sale in store. However they weren't giving the shirt away that easily - Amsterdammers had to take on an 'Ajax Special' challenge. 

Before the activations took place, the agency teased the audience, releasing short films of the five stores and their Ajax-crazy owners.